Amazon Opens Its Own Children's Store

Online retailer Amazon.com Inc. debuts new toy and baby stores following a judge's ruling that ended its retail partnership with Toys "R" Us.

Amazon, Seattle, will now carry its own stock of toys from brands like Fisher-Price, Hasbro and LeapFrog at www.amazon.com/toys, as well as from partners like Target Corp.

This is the second time that Amazon has tried selling toys online, the first during the holiday season in 1999, just before the partnership with Toys "R" Us was forged.

"This new offering offers two times the collection that we had with Toys "R" Us or when we were selling ourselves," said Jennifer Arthur, senior manager Amazon Toy and Baby store. "It is unique [from the earlier stores] because it offers Free Super Saver Shipping and is a part of our Prime program."

This partnership ended over a breach by Amazon that was supposed to give Toys "R" Us, Paramus, NJ, exclusive rights to supply specific toy products on the Amazon site. A New Jersey superior court judge in March ruled in Toys R Us' favor. Amazon is appealing that court decision to reinstate the online retail partnership, but did not comment on the appeal.

The new toy department includes 17 product categories, including dolls and accessories, games and education.

Also, the new baby store at www.amazon.com/baby includes a collection of baby products for newborns to two-year-olds. Baby Bjorn, Babylicious and Evenflo blankets, furniture, baby supplies and clothes are offered.

Like other Amazon products, the toy and baby stores products will feature customer reviews and editorial. Buyers will also be eligible for Amazon's Free Super Saver Shipping feature.